Brand Channel has an article which states, quite reasonably, that breaking into a saturated market with a new brand is not easy, unless you really have something new and worthwhile to offer. The piece mentions Cravendale milk, which offers all the nutrients and health benefits of regular milk, but is filtered in such a way that it contains far less bacteria than normal milk, making it last much longer. I think "milk" is a perfect example, as families tend to stick to one brand, and merely slapping some flashy logo on a carton usually won't be enough to persuade mom and dad to switch. Offer something truly different, however, and people are more apt to change their minds.
